Year: 2025
Type: article
Study design: Observational Study
Abstract: ABSTRACT This study explores the effectiveness of influencer marketing on Gen Z's purchase intention. Platforms like Instagram, TikTok, and YouTube have empowered influencers to affect brand visibility and consumer decisions. Using a structured questionnaire and quantitative analysis, this study finds that credibility, relatability, and content frequency significantly influence purchase behavior. The study offers strategic insights for marketers to optimize influencer collaborations. Keywords:- Influencer, Effectiveness , Gen Z, Purchase, Intentions, TikTok, Youtube
DOI: 10.55041/ijsrem50490
Author: HARSH PARASHAR
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4411275318